Imagine a writer, a bit messy, sitting at their desk with a cup of hot coffee. They're writing with all their might, sometimes stopping to cross things out or crumple up paper. Every now and then, they even toss a piece of paper across the room in frustration. After a short walk around the room, a brilliant idea hits them, and they're back to writing. Does this scene feel familiar?Here's the twist – it's not just the pros. We've all...
Keep it short, simple and to the point
When you dive into writing, it's like stepping into a maze of words. It's tempting to make things sound all sophisticated, but that just confuses your reader from the get-go. The trick, and it's surprisingly simple, is to keep it down-to-earth and sound like you're having a chat.Think short and sweet – short paragraphs, sentences, and simple words. For example, use "begin" instead of "commence." Keeping it natural is key too. Write like you talk and avoid jargons. The fancier...
How to write perfect letters for digital or traditional mails?
It all kicks off with the subject line. Craft it precisely to snatch your reader's attention right from their lock screen. But, here's the twist. In the sea of emails, there are spammers trying to trick you with urgent-sounding messages. We're avoiding that. Your subject line should be catchy yet professional. How? Just use a clear header like "Quick question about yesterday's talk" or "Follow-up from our recent chat." That way, your email stands out without seeming like a spam.Once...
Why should the audience care? Show them!
Remember those endless school presentations? Sitting in a public speaking class, forced to be the audience and wondering why you had to endure everyone else's talk. Now, flip the script. Imagine you're the one grabbing attention, but others might be asking the same questions about you, especially when connecting with new folks who might not be too interested in what you're bringing to the table. So, how do you flip the narrative and make them care? You don't need to...
Speak to what they want, ease their fears, sell your ideas, and get those funding cheers
In the world of business, you need to sell your ideas in writing. Here's a trick to do that: be direct and straight to the point. Start by introducing your topic and recommendation's nature in the opening paragraph. It sets the reader on the right path. Next, build up your credibility by showing your expertise with background information. For example, a consulting firm convinced a botanical garden board to invest into a sustainable environmental program with a sharp financial analysis...
Old is gold. Use the potential of traditional snail mail to your advantage
Unlocking the power of old-school mail in our high-tech world can really boost your message. Start small, target your audience wisely, and avoid guesswork. Small changes like adjusting prices or choosing the right day to send your mail, can make a big impact.These few marketing strategies will come in handy. Shout out your offer boldly on the envelope, hinting at the treasure inside. Deliver on that promise with something special—maybe a discount or a free trial. Take a hint from...
Secure your dream job - resumes and cover letters
Your job application can change your life more than anything else you write. But companies don't hire pieces of paper; they hire individuals. So, what's the big deal about a well-crafted resume? A sharp, focused, and clear resume significantly boosts your chances of scoring that interview slot. Whether it's reaching the hiring manager's desk via traditional mail or appearing in their inbox online, a compelling resume sets the stage for your next career move. The single most important section is...
Polish and format with care to create a piece that's a joy to stare!
Reaching the end of your document might feel like crossing the finish line, but hold on! The real magic happens in the editing phase. It's a crucial step where you smooth out rough edges, refine your language, and ensure your message sparkles. For effective editing, Kenneth and Joel offer these tips:First off, “When you revise, be ruthless!” Cut anything that doesn't absolutely need to be there. Mark Twain would slash every third word for writing to truly sizzle.Second off, “Give...
Chapter 10
Details coming soon.
Summary
Stepping into business communication can be a bit like entering hell. The shift from our everyday casual talk to the more formal business language might make you feel like you're trying on an entirely new persona. But here's the good news: according to Kenneth and Joel, professional communication doesn't have to be a scary, formal affair! You don't need to sound like someone from the 1800s with all the "therefores" and "whatsoevers."Simply put, keep it friendly, brief, and clear. Say...
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About the Author
Kenneth Roman (born September 6, 1930 in Boston, Massachusetts) is an American author and advertising executive.
Roman graduated from Dartmouth College in 1952, where he was editor-in-chief of the undergraduate daily newspaper.
Roman joined Ogilvy & Mather in 1963 and served as chairman from 1985 to 1989. In 1989, WPP plc, a British advertising holding company, acquired the Ogilvy Group for $864 million, which, at the time, was the most ever paid for an advertising agency. David Ogilvy initially resisted the sale, but eventually accepted the title of WPP honorary chairman, a position he relinquished in 1992.
After 26 years with Ogilvy, Roman joined American Express in a senior communications role before becoming a consultant, board director, and author. After his departure Graham Phillips became the chairman and CEO of Ogilvy & Mather Worldwide.
Roman is the co-author of two influentialbusiness books – How to Advertise and Writing That Works and the author of a 2009 biography of David Ogilvy entitled The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising.
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